"Faces of Underground” Campaign for Jaegermeister

"FACES OF UNDERGROUND” CAMPAIGN FOR JÄGERMEISTER

Jägermeister, the world-famous elixir with perfectly unexpected taste, originates from Germany. Being the catalyst of epic parties, Jägermeister conveys the spirit of Berlin underground culture to wild hearts living around the world. The apprehension of underground culture differs…Some say underground culture is the freedom of going against the mainstream; others say it's the music, but what we went after are the people who shape this culture in Armenia.
DELIVERABLES

CREATIVE CONCEPT

SLOGAN

GRAPHIC DESIGN

PHOTOGRAPHY
CLIENT

To address this strategically important niche audience in Armenia and further increase the brand awareness of Jägermeister among the audience, we developed a local campaign under the slogan of "Faces of Underground."

Everything started with the storyboard creation. For this purpose, we embarked on our inspirations and brought together the details of expected scenes, lighting, vibe, and location.

Our goal was to show the diversity and inclusion of the queer community in Armenia and feature heroes from various backgrounds and walks of life. We researched and found bright and vivid characters who bear the culture in their heart and do not mind speaking up about their stories and inspiring others by their example.

These individuals fight the prevailing stereotypes daily. As a result, they impact the community by encouraging self-expression and empowering human rights, social justice, diversity, and inclusion. They are the real FACES OF UNDERGROUND who live next to us and enrich the culture and the society.

"FACES OF UNDERGROUND” CAMPAIGN FOR JÄGERMEISTER

DELIVERABLES

CLIENT